Under mounting pressure to placate advertisers' concerns, Facebook recently announced a host of new brand safety features, measures against 'fake news' providers, as well as more third-party tie-ups, including its application for accreditation by the Media Ratings Council (MRC). It also began to display publisher logos next to links posted within its walls to combat fake news.

Facebook's decision to advertise in traditional news outlets follows on from a recent study which found two-thirds of publishers view the rise of fake news as an opportunity for quality journalism to stand out.

Despite all its efforts, just 7% of online audiences feel Facebook and Twitter are doing enough to protect them from fake news designed to manipulate public opinion, according to research conducted for the7stars.